Study On Effect Of Enterprise Network Interaction On Trust Restoration In The Context Of Product-Harm Crisis

Product harm crisis will attract the extensive attention of the public to cause the consumers’ psychological anxiety and panic once it occurred. When the product harm crisis event appeared, the goal of enterprises is to eliminate its negative influence as best as they can. Enterprises have tried to tore the crisis after the product harm crisis event through the implementation of online interaction platforms, such as official website, BBS and official accounts on We Chat. Therefore, the paper further studies the influence of the enterprise network interaction behaviors on consumers’ risk perception and emotions after the product harm crisis and how to affect the effect of consumers’ trust restoration.The paper builds the conceptual model aiming at the influence of the enterprise network interaction on the effect of consumers’ trust restoration after the product harm crisis. In addition, takes the consumers’ risk perception and negative emotions as the intermediary variable, the type of product harm crisis as the regulated variable to make the research. In the paper, the enterprise network interaction is divided into content interaction and interpersonal interaction and the effect of consumers’ trust restoration is divided into continued trust will and continued trust belief to make the measurement. Aiming at different types of product harm crisis, the paper collects 196 and 265 valid questionnaires. Using SPSS16.0 for data analysis, the factor analysis was carried out using Amos21.0 and the hypothesis was verified by the structural equation.The results show that the enterprise network interaction has a positive effect on the effect of consumers’ trust restoration after the product harm crisis. The form of network content interaction and interpersonal interaction can have a significant positive effect on continued trust belief and continued trust will of consumers. The assumption of the intermediary role of risk perception in the model has been fully verified, the assumption of the intermediary role of the negative emotions of consumers has been partly verified. In addition, the study confirms that in indefensible product harm crisis, the influence of network interaction on consumers’ risk perception and trust restoration effect is much smaller than defensible product harm crisis. According to the results of the analysis, the strategy of improving the effect of trust repair is proposed, in order to provide some reference for dealing with the product harm crisis.